Introduction
32
A year of Brexit uncertainty and declining consumer confidence saw the British
Pound hit an eight-year low in 2017.
The belief holds that as the GBP depreciates, overseas travellers flock to the UK to
reap the benefits of cheaper goods and services. Feeling a squeeze on their
spending, UK residents then shift their preference from overseas to domestic
holidays.
The latest ONS results show a more nuanced view:
-Q3 did see a positive flow of overseas residents to the UK, with visits and
spending growing by 2.7% and 7.7% YoY, respectively.
-But results for UK residents going abroad weren’t as bleak. Visits declined by 0.4%,
but spending still grew by 0.6% YoY.
-Total spending by UK residents overseas was almost double that of tourists in the
UK (16 billion vs. 8.2 billion).
These results show that, despite the economic backdrop, UK residents are an
incredibly valuable segmentfor both domestic and international travel players.
The key lies in taking an audience-centric view -identifying and targeting growing
consumer trends and profitable consumer segments.
In this report, Hitwise has partnered with Propellernet, to show just how.“Audience View enabled us to expand
our understanding of our audience’s
lifestyles and aspirations.
The data enabled us to identify which
sites to include in our media plans, and,
more importantly, which of these sites
were most popular with our audience, to
help us prioritise spend and stand out
where it mattered most.”
Mark Fleming
Digital Marketing Manager, Kuoni
See how Kuoni, a leading
luxury travel operator, uses
AudienceView in this report.
|
Store
Appointments
Inbound
Calls
Click
Through Rate
+171%+47%+51%
By using Hitwise’s AudienceViewand
Propellernet’sservices, Kuoniwas
able to grow YoY:
|All at
lower
cost per
acquisition
Hitwise provides marketers unique insights based on the largest
sample of internet behaviourand consumer attitudes —
revealing audiences, search terms, and traffic sources that they
need to get a competitive edge.
Through Hitwise’sonline platform, AudienceView, marketers
can access powerful audience modelling and activation
technology to segment and target their prospective customers.
Propellernethelps its clients to be found online. It has a heritage
in search marketing and a track record of helping travel
businesses to grow, through digital marketing services and its
audience insight platform, AnswerThePublic.
It picked up the Grand Prix award at The Drum Search Awards in
2017 and has been nominated five times this time around.
What’s inside
1.Highlights from Travel Peak 2018
2.Debunking Myths
3.Defining your Target
4.Engaging Your Target
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